I love Twitter and love to read all about what is happening in the world at real time. Every piece of news is on Twitter before it even hits the news websites. Of course there is also a lot of crap on this platform but that is also something that makes it quite unique in my eyes. Pretty much anything can go viral on twitter as long as it gets retweeted by just one right person.
I have been on twitter for a very long time and was able to join the ‘beta’ phase of this tool, which was very cool if you ask a geek like me. It might be that you don’t get everything in this post as it is sometimes a little hard to make the technical stuff sound easy.
Old earning models
Twitter however has a bit of a problem over the years, although its worth millions of dollars and incredibly popular it has not yet successfully succeeded to come up with a properly working earnings model. A lot of things have been tried but have proven not to be very successful. Ever since the beginning of 2014 the ‘advertised’ or ‘promoted’ tweets started appearing in my twitter feed. This was about around the time I started using Hootsuite, in other words no more advertising was shown to me, no more earnings for Twitter here. Twitter has tried a lot over the years but it never really became profitable.
New 2015 earnings model
When 2015 hit it is time for Twitter to start to make some serious money, or at least try to earn something in the first place. How is Twitter going to do this? Well it’s actually pretty simple. Analytics!
In the old twitter you were never able to see what the reach of your tweets actually was or how many people had read or stumbled up on your tweets. Now it is possible to see which of your tweets has been retweeted most and with what tweet you made people follow you or unfollow you. Another thing that is now visible is to see who are the most influential users that you communicate with.
To make all these analytics happen Twitter had to go and work together with other companies. The company Gnip is now providing the analytics data to Twitter and is selling the data stream for them.
So what does change?
Because of the introduction of the Analytics in Twitter a lot more times your tweets will be heard because of other sources than just your amount of followers. In theory you amount of followers is not the most important anymore but to keep the statistics a little more focussed it is still a major part for it. The new analytics now also start to include the amount of views, something that has not been done before.
Third party tools bye bye!
As twitter is finally introducing its analytics a lot of 3rd party tools will become less important and will get less attention. All the data you previously had to pay for is finally free! Ok later on this year Twitter will set up an analytics for companies, who will have to pay for them. Another way to make money for twitter!
What is Gnip and what does it do?
As I mentioned earlier Twitter is now collaborating with a company called Gnip. This is a company specialised in analytics for websites and selling data packaging.
Because of the collaborating with Twitter Gnip will get all access to the ‘Steam’ or the way Twitter calls it the ‘Firehose’ so they can sell it to companies. This basically means that everything you write on twitter can be sold to a company that with this data is able to market it’s products better. The company is also able to see what it’s online reputation is without having to do massive marketing research as all the opinions are wide spread on Twitter.
Gnip is offering 3 data packages. Twitter Halfhose, Decahose and Mentionhose.
The ‘Halfhose’ provides customers with half of all tweets costing about 360.000 dollas a year.
The ‘Decahose’ will give you access to 10% of all twitter data and will cost about 60.000 dollars a year.
The ‘Mentionhose’ will give all the information about mentions, replies and retweets to the company a price is not yet announced for this service.
For now I have been able to see my own Twitter statistics and I have to say I’m pretty please with them, my engagement rate could get a little bit better but then again I haven’t been posting an awful lot of relevant things lately.